competition in the mosquito repellent industry just got
tougher with the launch of newer forms of repellents like
personal sprays and gels
The night-long noisy drone of mosquitoes that disturbs
our sleep is music to the ears of the Rs1,100-crore mosquito
repellent industry. Consequently, the industry is introducing
newer forms of repellents like personal sprays and gels.
leader Godrej Sara Lee Ltd recently extended its product
range with the launch of a spray, gel and a lotion under
the Good Knight brand.
Rs193 crore Camlin Limited known for its ubiquitous
school geometry sets, pens, pencils and erasers
entering the mosquito repellent segment with its Repelmos
executive director, Ashish Dandekar, "Our pharma
and fine chemicals divisions earn around Rs62 crore. We
are the country''s largest manufacturer of food-grade antioxidants."
two new categories make their entry, though belatedly,
in a market dominated by coils, vapourisers and creams.
the coil, vapouriser, cream markets have matured and are
logging minimal growth, the personal mosquito repellent
segment is in its infancy. But it is growing fast,"
says Godrej Sara Lee''s vice president, marketing, Vikas
company commands nearly 40 per cent market share in the
mosquito repellent industry with brands like Hit, Jet,
Banish apart from Good Knight. According to him the mosquito
repellent industry has 54 manufacturers with 72 brands.
date, the only major personal mosquito repellent brand
has been Odomos cream from Balsara Home Products Limited.
However, the cream suffered the disadvantage of being
greasy. In order to rectify this, Balsara launched the
Odomos gel. The other personal repellent is Autan lotion
owned by Lever Johnson Pvt Ltd, part of the US-based SC
Godrej Sara Lee and Camlin hope to take advantage of the
problems associated with the older products like the smoke
and fumes from coils, mats, and vapourisers becoming ineffective
during power cuts and creams being greasy. Except for
the cream, all other repellents are effective only in
the area they are used in.
the fact that the Rs450-crore turnover company, Godrej
Sara Lee, being present in the entire product segments
will they cannibalise other brands?
be a bit," agrees Hajela but continues, "But
it will not be big as the target segment for the new products
are different," expecting the growth to come from
the upwardly mobile consumers and the change in lifestyles
that has spawned a new product category.
new range will actually be a supplement and not a substitute
to other forms of mosquito repellents. The spray and gel
will increase the number of occasions to use the insect
repellents. We also plan to bring out the lotion in sachets,"
category-wise market shares. Coils command nearly 50 per
cent of the market share, vapouriser refills at 20 per
cent, with mats at 10 per cent followed by aerosols at
9 per cent and the rest shared by creams, heating devices
and other products.
active ingredient in Camlin''s Repelmos and Godrej Sara
Lee''s Good Knight spray and gel is diethyl toluamide,
popularly known as DEET, the world''s most extensively
used protection against mosquito and other insect bites.
to Dr Sharmila Ranade, medical advisor, Camlin, the mosquitoes
are attracted by the lactic acid smell in our skin. DEET
masks that smell.
sprayed or applied on the skin, the DEET-based gel or
lotion forms a unique water-resistant film that is rub-
and sweat-proof provides anywhere, anytime personal protection.
The companies claim the products provide protection for
more than 10 hours.
the spray makes a person invisible," adds Hajela.
As a matter of fact, Good Knight''s punch line is, "Activ
Shield Good Knight will make you invisible to mosquitoes."
to Camlin''s Repelmos spray priced at Rs59 (100 ml) Godrej
Sara Lee''s Good Knight is slightly cheaper at Rs54 (100
ml). Interestingly Camlin has slashed the price from Rs99.95
after it found there were no takers for the product at
in the mosquito coil market, Jyothy Laboratories'' Maxo
is rapidly increasing its share. The market leader is
Mortein from Reckitt Benckiser India Ltd while Tortoise
marketed by Bayer India Ltd is going down. After the entry
of red coils, the green coils are slowly losing customer
patronage. The red coils seem to burn longer than the
the refill, vapouriser market Karamchand Appliances Pvt
Ltd with its All Out brand leads the market followed by
Godrej Sara Lee''s Good Knight and Jet. Interestingly SC
Johnson has acquired 50 per cent stake in Karamchand Appliances,
in addition to owning the Baygon and Autan brands.
the mats and aerosol categories Godrej Sara Lee leads
the market with its brands Good Knight and Hit.
Hajela, "Refills, vapourisers and aerosols offer
more profitability and growth opportunities for the industry."